FTC Working Toward Ending False Advertising

In a press release dated September 23, 2014, the U.S. Federal Trade Commission (FTC) says it has begun cracking down on advertisers that use false or misleading language to market products and services in television and printed media.

Operation Full Disclosure, as it is called, aims to reduce any false promises or contradictory information put forth in advertisements that may harm the general public. Letters have already been sent to 60 advertisers, including 20 of the largest in the country, warning them that they are out of compliance with federal laws.

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Consumers depend on information in advertising to make their buying decisions whether its computers or cleaning products, televisions or tools, hotel rooms or hair care, said Jessica Rich, Director of the FTC's Bureau of Consumer Protection. Through efforts like these, the Federal Trade Commission ensures that consumers can have confidence that the ads they see are not hiding important information.

The FTC has asked the offending advertisers to revise specified ads or tactics, and to share with the commission what they intend to do to correct the problem ads.

The commission requires that any pertinent information be un-obscured, presented in a format that is obvious to the consumer and not hidden in unrelated details, like fine print. They should also appear in a font that is easy to read and in a shade that stands out from the background of the ad.

The FTC reportedly took issue with problems like worry free or risk free trial periods that did not adequately warn that the consumer would absorb shipping or other associated costs; in others, statements were made that the FTC found to be too broad or absolute without appropriate information regarding exceptions or limitations.

The FTC works for consumers to prevent fraudulent, deceptive, and unfair business practices and to provide information to help spot, stop, and avoid them.